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Survey of Albertans

March 2017

for

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CONTEXT, OBJECTIVES & METHODOLOGY

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Context & Objectives Context

Alberta Culture and Tourism completes an annual survey to understand Albertans’ perceptions on various topics related to volunteer work, the arts, heritage, sport, tourism, cultural industries, and recreation. The survey provides insight into emerging trends, helps monitor the effectiveness of programs and services, and informs decisions by enhancing the departments understanding of the needs of Albertans.

Objectives The objectives of the survey are to provide input to the ministry through an understanding of the following: 1. Albertans’ perceptions and behavior related to culture and tourism such as:

Visitation to historical resources; Participation in farm to fork tourism; Importance of cultural heritage and industries; Perception of Government support; Participation in arts activities; Attendance at arts activities; and Volunteerism.

2. Albertans’ perceptions and behavior related to organized sport and recreation.

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Methodology Data Collection

Questionnaire Design

• 1,000 random telephone interviews were conducted with Albertans between the dates of January 26 and February 23, 2017. ‒ Based on a sample size of 1,000, the margin of error is equal to ±3.1 percentage points,

19 times out of 20. ‒ A response rate of 20.1%* was achieved.

• In 2017, to ensure that cell-phone only households were included in the sampling frame, cell-phone sample was included.

Target Respondents • A random sample of Albertans, 18 years or older (Statistics Canada population estimates were

used to generate a demographically representative sample). • Sample was distributed based on Region, Gender, and Age. • The sample was spread across Alberta (distributed by Edmonton, Calgary, Small Cities North,

Small Cities South, Rural North and Rural South). • Age is distributed by 18 to 34 years of age, 35 to 54 years of age, and 55 years of age and older.

• A questionnaire consistent with past surveys was used to ensure comparability of performance measure results. However, some questions were added or altered and some questions were removed. The questionnaire asked a combination of open and closed ended questions.

*See the appendix for full details

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Slide Interpretation

Text as shown above indicates the aggregate Albertan score for the metric in question. If the score is statistically (at 95% confidence level) higher or lower than last year, “increase from 2016” or “decrease from 2016” will be shown (regardless of the size of the change). The term “stable” is used to denote no statistical difference. E.g., 84.7% of Albertans did volunteer work in the past 12 months. This result is not statistically higher or lower than the result observed in 2016.

Call out boxes like those shown above highlight scores for those groups which are statistically (at 95% confidence level) more likely to give an answer than those who are not included in the group. E.g., Females are statistically more likely to have volunteered in the past 12 months than males.

84.7% VOLUNTEER (TOTAL)

(STABLE)

Individuals most likely to HAVE volunteered (total) within the past 12 months are: Females Married/common-law Not employed Students

And those with: Household income $80,000 or more Children in the household University/college education

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KEY INSIGHTS

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Key Highlights [1/2]

VOLUNTEERING

84.7% TOTAL

70.2% FORMAL (STABLE)

(STABLE)

12.4 HOURS ON AVERAGE (PER MONTH)

KEY AREAS 1. Sports (29.0%) 2. Non-profit board member (28.3%) ↑ 3. Recreation (26.6%) ↑ 4. Human services (26.5%) ↓

1. Time (54.2%) 2. Health/disability (13.1%) 3. Lack of interest (11.8%) ↑

BARRIERS

ARTS AND CULTURE

75.9% ATTENDED

61.5% PARTICIPATED (STABLE)

(STABLE)

89.5% personally

47.1% with child

68.5% personally

29.1% with child

WATCHED FILM (past 6 months)

(IN THEATRE)

(ELSEWHERE)

HERITAGE

45.0% VISITED an Alberta MUSEUM, HISTORIC SITE, INTERPRETIVE CENTRE OR

ARCHIVES (past 12 months)

TOP REASONS FOR VISITATION† 1. Out of curiosity/for pleasure/

general interest (45.8%) 2. For education/knowledge/

research (28.9%)

(INCREASE FROM 2016)

(DECREASE SINCE 2016)

†Among Albertans who have visited an Alberta museum, historic site, interpretive centre or archive

INTERNET (62.4%) TOP SOURCE OF INFORMATION†

1. Hockey (23.9%) 2. Softball (13.0%) 3. Golf (10.1%)

1. Soccer (38.3%) 2. Hockey (25.8%) 3. Swim (23.4%)

SPORT

24.7% of ADULTS PARTICIPATED in ORGANIZED SPORTS in the past 12 months

63.8% have CHILDREN who HAVE PARTICIPATED in

ORGANIZED SPORT in the past 12 months*

*Among Albertans with children in their household

TOP ORGANIZED SPORTS§

§Among Albertans who have participated in organized sports in the past 12 months ‡ Among Albertans with children who have participated in organized sports in the past 12 months

TOP ORGANIZED SPORTS‡

(STABLE)

(STABLE)

80.5%

85.8% agree ARTS AND CULTURE makes their community

a BETTER PLACE TO LIVE

93.2% feel HISTORICAL RESOURCES are IMPORTANT

in contributing to quality of life feel ARTS ACTIVITIES

are IMPORTANT in contributing to quality of life

81.3% feel SEEING ALBERTA PRODUCED MOVIES, TV SHOWS,

BOOKS & MAGAZINES is IMPORTANT in contributing to quality of life

81.5% feel PARTICIPATING OR ATTENDING ORGANIZED

SPORTS ACTIVITIES is IMPORTANT in contributing to quality of life

TOURISM

87.6% PARTICIPATED in FARM TO FORK TOURISM in the past 12 months

1. Dine at restaurant serving AB ingredients (74.6%)

2. Farmers market (57.2%) 3. Farm retail purchasing (41.5%)

TOP ACTIVITIES*

*Among Albertans participating in Farm to Fork Tourism in past 12 months

RECREATION

94.8% feel RECREATION FACILITIES AND SERVICES are

IMPORTANT in contributing to quality of life

30.4% are AWARE ALBERTA ASSIGNS FILM RATINGS

64.7% agree HISTORICAL RESOURCES are being ADEQUATELY

PROTECTED AND PRESERVED (STABLE)

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Key Highlights [2/2]

Importance of Benefits and Government Support HERITAGE RECREATION PRODUCING FILM IN AB

96.6% OPPORTUNITY FOR EDUCATION &

LIFELONG LEARNING

(STABLE)

96.5% OPPORTUNITY FOR RECREATION

(INCREASE FROM 2016)

96.2% PRESERVATION OF ALBERTA HISTORY

(STABLE)

92.4% VISITOR SPENDING IN COMMUNITY

(STABLE)

99.0% PARKS, OPEN SPACES, & TRAILS PROVIDING OPPORTUNITIES TO

ENJOY NATURE

(STABLE)

98.5% CREATING OPPORTUNITIES FOR

FAMILIES TO SPEND TIME TOGETHER

(STABLE)

98.0% ENCOURAGING CHILDREN TO BE

ACTIVE

(STABLE)

97.8% CONTRIBUTES TO PHYSICAL HEALTH

(STABLE)

97.6% CONTRIBUTES TO MENTAL WELL-

BEING

(STABLE)

92.4% CONNECTS WITH FRIENDS

(STABLE)

88.9% CONTRIBUTES TO COMMUNITY’S

ECONOMY

(STABLE)

89.8% TELLING ALBERTA STORIES

(STABLE)

85.2% MONEY INDUSTRY SPENDS IN

ALBERTA

(DECREASE FROM 2016)

83.9% INCREASING ALBERTA’S IMAGE ON

WORLD STAGE

(DECREASE FROM 2016)

GOV’T SUPPORT

87.9% (INCREASE FROM 2016)

Support for ARTS IN ALBERTA

80.0% Support for ALBERTA’S FILM AND TV

INDUSTRY

(STABLE)

Support for ALBERTA’S BOOK AND MAGAZINE PUBLISHING AND SOUND

RECORDING INDUSTRIES

79.0% (STABLE)

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DETAILED FINDINGS: Visitation, participation, and attendance

82.7%

72.3%

80.4%

89.5%

83.9%

72.2%

86.9% 84.7%

65.7% 60.5%

65.3% 70.4% 68.4%

60.9% 71.4% 70.2%

70.0%

56.4%

67.3%

78.2% 71.2%

57.5%

80.3% 73.4%

2010 2011 2012 2013 2014 2015 2016 2017NET Any volunteering (formal and informal) NET Any formal volunteering NET Informal volunteering

Types of formal volunteer work 2009 2010 2011 2012 2013 2014 2015 2016 2017

In sports 27.1% 25.7% 23.1% 19.9% 24.9%↑ 23.6% 21.1% 25.8%↑ 29.0%

As Board Member of non-profit* - - - - - - - 18.1% 28.3%↑

In recreation 23.4% 20.7% 21.4% 20.6% 22.9% 25.4% 22.8% 22.2% 26.6%↑

In human services 28.9% 30.1% 27.9% 30.3% 30.1% 32.1% 28.8% 32.9%↑ 26.5%↓

In youth development 16.8% 16.5% 19.4% 14.9%↓ 17.3% 16.4% 22.0%↑ 21.1% 25.2%↑

In regards to the environment* - - - - - - - 20.0% 14.4%↓

In the arts or cultural area 19.8% 22.0% 17.6%↓ 19.5% 19.9% 18.5% 16.9% 18.1% 14.0%↓

In law, advocacy, or politics* - - - - - - - 9.2% 9.2%

For libraries 6.0% 5.2% 5.3% 5.8% 5.0% 5.1% 5.3% 5.3% 3.9%

Any other type of volunteer work 24.3% 26.0% 22.2%↓ 30.1%↑ 31.7% 32.2% 25.3%↓ 23.7% 22.1%

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VOLUNTEERING: Incidence 84.7%

VOLUNTEER (TOTAL) (STABLE)

After a significant increase from 2015 to 2016, volunteering rates have dropped slightly over the past year. While the rate of informal volunteering has decreased almost 7% since 2016, several types of formal volunteering, including as board member of nonprofit, in recreation, and in youth development, have seen an increase.

Individuals most likely to HAVE volunteered (total) within the past 12 months are: Females Married/common-law Not employed Students

And those with: Household income $80,000

or more Children in the household University/college

education

70.2% VOLUNTEER FORMALLY

(STABLE)

*New items added to 2016 survey. These items were previously included in “Any other type of volunteer work”. ↑↓ Indicate statistically significant differences between survey years V1 -- Volunteering is an unpaid contribution of time, energy, or talents to charitable or non-profit organizations, causes, community development activities, or help through personal initiative to individuals. I’m going to read a list of different types of volunteer work and for each I would like you to indicate whether or not you did that type of volunteer work. If you are unsure, I can provide examples. In the past 12 months, did you do any volunteer work ... (n=1,000)

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VOLUNTEERING: Average Time Spent Albertans who have volunteered in the past 12 months

16.8%

11.0%

25.0%

21.6%

13.9%

7.7%

4.0%

1 Hr

2 Hrs

3-5 Hrs

6-10 Hrs

11-20 Hrs

21-40 Hrs

41+ Hrs

12.4 hrs/month

Those who volunteer the most hours per month (on AVERAGE) over the past 12 months are: Female Not married /not common-law Not working Born outside of and living in Alberta for less than 10

or 30 or more years And those with: Household income less than $40,000

Albertans volunteer an

average of

↑↓ Indicate statistically significant differences between survey years V2 -- In the past year, on average, about how many hours per month did you spend doing any kind of volunteer work? (n=820)

52.8% 53.0% 51.9% 49.3% 48.8% 49.8% 47.0% 46.9% 43.5% 40.8% 39.2%

2017(n=820)

2016(n=869)

2015(n=722)

2014(n=839)

2013(n=842)

2012(n=804)

2011(n=723)

2010(n=827)

2009(n=614)

2008(n=686)

2007(n=654)

Volunteered up to five hours per month

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VOLUNTEERING: Reasons for Not Volunteering Albertans who have not volunteered in the past 12 months

Albertans who have not volunteered in the past 12 months

2007 (n=346)

2008 (n=314)

2009 (n=186)

2010 (n=172)

2011 (n=277)

2012 (n=196)

2013 (n=105)

2014 (n=161)

2015 (n=278)

2016 (n=131)

2017 (n=153)

Did not have enough time or were too busy 57.8% 54.6% 51.6% 58.7% 48.0%↓ 53.6% 49.5% 47.8% 55.4% 63.4% 54.2%

Were unable to volunteer due to a disability or health problem (including age) 12.0% 18.5%↑ 15.6% 13.4% 15.2% 20.4% 26.7% 18.6% 14.0% 15.3% 13.1%

Were not interested in volunteering 5.3% 3.5% 5.9% 8.7% 8.3% 7.7% 5.7% 8.1% 3.6% 4.6% 11.8%↑

Were unaware of opportunities to volunteer 3.2% 2.5% 4.3% 6.4% 5.4% 7.7% 1.0%↓ 5.0%↑ 7.9% 1.5%↓ 3.3%

Would rather have given money instead of time 1.8% 3.5% 4.8% 2.9% 2.9% 3.1% 1.0% 3.1% 3.6% 1.5% 2.6%

Had not been personally asked 4.1% 3.2% 3.2% 3.5% 2.5% 0.5% 3.8% 2.5% 4.3% 0.8%↓ 2.0%

Were unwilling to make a long-term commitment 1.8% 2.2% 3.8% 4.1% 5.1% 4.6% 1.0%↓ 0.0% 4.0%↑ 0.8%↓ 0.0%

Other 11.1% 8.6% 9.7% 1.7%↓ 2.5% 1.5% 11.4%↑ 6.8% 4.0% 7.6% 11.1%

Don’t Know/Refused 3.2% 2.9% 1.1% 0.6% 10.1%↑ 1.0%↓ 0.0% 8.1% 1.8%↓ 4.6% 2.0%

While the biggest barrier to volunteering continues to be lack of time, approximately 1 in 8 cite not being interested in volunteering. This is the highest rate since tracking began in 2007.

↑↓ Indicate statistically significant differences between survey years V3 -- To gain a better sense as to why Albertans have not volunteered, we would appreciate if you could explain the main reason why you have not volunteered in the past 12 months. (n=153)

3.2

31.2

0.8

7.6

In a movie theatre Somewhere else

Personally With a child Personally With a child

13 †A5 -- How many films have you seen in the past six months? (n=1,000) †A6 -- How many films have you seen with someone less than fourteen years of age in the past six months? (n=1,000) †A7 -- Are you aware that Alberta has its own system to assign age ratings to films shown in theatres? (n=1,000)

2017

ARTS AND CULTURE: Average Number of Films Watched in the Past 6 Months

The average Albertan watched about 34 movies in the past 6 months with just under 10% of those being watched in a movie theatre. In 2017, 68.5% of adult Albertans had seen a movie in a theatre in the past six months and 29.1% had seen a movie in a theatre with a child under fourteen years of age; 89.5% of adult Albertans had seen a movie somewhere other than a movie theatre in the past six months and 47.1% had seen a movie somewhere other than theatre with a child under fourteen years of age.

Yes, 30.4%

Don't know/

Refused 0.9%

No, 68.7%

Albertans more likely to be aware that Alberta has its own system to assign age ratings to films shown in theatres are: 65 or older Born in Alberta Retired

And those with: No children in household

Aware that Alberta assigns film ratings

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ARTS AND CULTURE: Incidence of Attending or Participating in Events/Activities

Most likely to have ATTENDED arts activities or events in the past 12 months are: Females And those with: Household income $80,000 or more Children in household University/college education

61.5% PARTICIPATED (STABLE)

75.9% ATTENDED (STABLE)

Most likely to have PARTICIPATED in arts activities or events in the past 12 months are: 18 to 34 years old Female Single Unemployed or looking for a job Student Born in Canada

And those with: Household income under $150,000

↑↓ Indicate statistically significant differences between survey years A8 -- In the past twelve months, have you attended any… (n=1,000) A2 -- In the past 12 months, have you … (n=1,000)

75.9% 79.5% 80.8% 85.2% 84.8% 81.4% 84.8% 87.4% 85.9% 82.0% 81.0% 61.5%

61.5% 53.6% 58.4% 64.9%

52.5% 53.5% 63.0% 66.4% 59.0% 60.0%

86.1% 85.2% 85.4% 89.4% 90.8% 86.0% 89.5% 90.7% 91.0% 87.0% 88.0%

2017(n=1000)

2016(n=1000)

2015(n=1000)

2014(n=1000)

2013(n=1000)

2012(n=1000)

2011(n=1000)

2010(n=1000)

2009(n=1000)

2008(n=1000)

2007(n=1000)

Attended Participated Participated or attended

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ARTS AND CULTURE: Incidence of Attending Events/Activities

75.9% 79.5% 80.8% 85.2% 84.8% 81.4% 84.8% 87.4% 85.9% 82.0% 81.0%

2017*2016201520142013201220112010200920082007

Attended arts events or activities

Although overall incidence of attending arts events or activities is statistically on par with 2016, the downward trend beginning in 2015 continues. Albertans are most likely to have attended a performing arts event (62.1%) in the past 12 months, followed by community arts performances/events (45.7%) and visual arts events (35.4%).

Types of arts events or activities attended* 2017* (n=1,000)

Performing arts events 62.1%

Community arts festivals, fairs or cultural performances and events 45.7%

Visual arts events at galleries and studios or art exhibitions of things 35.4%

Artist talks or lectures about their work 11.5%

Literary events 10.4%

Attended any other arts and culture events 14.2% *Question wording and items changed in 2017. ↑↓ Indicate statistically significant differences between survey years A8 -- In the past twelve months, have you attended any… (n=1,000)

↑ ↓ ↓ ↑

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ARTS AND CULTURE: Incidence of Participating in Events/Activities

61.5% 61.5% 53.6% 58.4% 64.9% 52.5% 53.5%

63.0% 66.4% 59.0% 60.0%

2017*2016201520142013201220112010200920082007

Participated in arts events or activities

Participation arts events or activities has stabilized in 2017, after increasing in 2016. Albertans are most likely to engage in making any type of visual art (44.0%), followed by being involved in playing an instrument, singing, dancing, acting, or performing (28.0%) and painting/drawing a piece of art work (23.8%).

Types of arts events or activities participated or performed

2017* (n=1,000)

Made or created any types of visual art* 44.0%

Been involved in playing an instrument, singing, dancing, acting or performing* 28.0%

Taken part in an arts related class, workshop or training program* 16.0%

Written any literary art* 15.1%

Participated in any other artistic activities* 11.8%

*Question wording and items changed in 2017, so trending has been removed ↑↓ Indicate statistically significant differences between survey years A2 -- In the past 12 months, have you... (n=1,000)

↑ ↓ ↓ ↑

↓ ↑

45.0%*

57.4% 55.8% 58.4% 63.2%

58.8% 61.3% 60.9% 62.7% 56.9% 58.1% 61.4%

57.3% 57.0% 63.0% 61.0%

68.0% 66.0%

201720162015201420132012201120102009200820072006200520042003200220012000Visited an Alberta museum, historic site, interpretive centre or archives

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HERITAGE: Visitation of Historical Sites

45.0% have VISITED an Alberta

museum, historic site, interpretive centre or archives in the past 12

months*

Most likely to have VISITED in the past 12 months include those who are: 35 to 54 years old Married/common-law Working part-time Born outside of and living in Alberta for 10+ years

And those with: University/college education Household income $80,000 or more Children in household

*Question wording and survey order changed in 2017 that impacted results. ↑↓ Indicate statistically significant differences between survey years M2 -- The next question is about historical resources in Alberta communities, for example museums, historic sites, interpretive centres and archives. Have you visited an Alberta historical resource in the past 12 months? (n=1,000)

↑ ↓

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Fewer Albertans indicated that they visited a historical resource in the past year compared to previous years. This question used to follow a question about the importance of historical resources in Alberta communities and their contribution to the overall quality of life in Alberta. The re-ordering of the questionnaire may have been impacted respondents recall about visitation and impacted the result. The closure of the Royal Alberta Museum during 2016-17 also potentially contributed to the lower result, as the museum accounts for a significant number of visitors from the Edmonton region (and from other parts of the province). Visitation at the Oil Sands Discovery Center was also significantly impacted between May and September 2016, as a result of the Fort McMurray wild fire. Economic conditions in Alberta could have also contributed to lower visitation rates.

Reason(s) for visiting historical sites 2015 (n=558)

2016 (n=574)

2017 (n=450)

Out of curiosity/for pleasure/general interest 42.3% 40.4% 45.8%

For education/knowledge/research 34.8% 27.2%↓ 28.9%

Good family activity/wanted to show children 23.1% 24.1% 21.1%

Special interest in history 20.6% 23.6% 16.2%↓

School trip/special event/free admission 4.7% 9.8%↑ 8.4%

To show out-of-town guests/friends/visitors 3.6% 6.1%↑ 5.3%

Visiting the area/tourist 3.8% 3.8% 5.1%

There was a specific exhibit of interest 4.1% 2.8% 3.8%

Special interest in arts/culture 4.8% 3.7% 3.6%

Other 2.3% 4.5%↑ 7.1%

Don't Know/Refused 2.9% 0.2%↓ 0.7%

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HERITAGE: Main Reason for Visitation Albertans who have visited a historical site in the past 12 months

Albertans who visited an Alberta museum, historic site, interpretive centre or archives in the past 12 months continued to primarily visit out of curiosity/for pleasure/general interest (45.8%) or for education/knowledge/research (28.9%). This year, fewer Albertans cited a special interest in history as their reason for visiting.

M4 -- To gain a better sense as to the purpose why some Albertans visited Alberta museums, archives, historic sites, or interpretive centres, we would appreciate if you could provide the reasons why you visited a historical facility or facilities in the past 12 months? (n=450)

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HERITAGE: Key Sources of Information About Historical Sites Albertans who have visited a historical site in the past 12 months Source(s) of Information about historical sites 2015

(n=558) 2016

(n=574) 2017

(n=450)

Internet website 47.3% 56.1%↑ 62.4%↑

Word of mouth/friends/family 17.7% 19.0% 16.2%

Personal knowledge/experience 13.6% 12.6% 7.1%↓ Alberta Tourism Information/Travel Alberta/Tourism centres/guidebooks/pamphlets 5.6% 7.7% 5.8%

Road signage/maps/AMA 3.0% 2.3% 3.3%

Newspaper/magazines 5.9% 5.9% 2.7%↓

Radio/TV/billboards/advertisements 6.6% 3.5%↓ 2.2%

School trip/work event/special event 1.4% 1.4% 1.3%

The history of the place 1.3% 0.2%↓ 1.3%

Information from the kids' school 1.6% 1.0% 0.7%

Other 7.9% 6.3% 8.9%

Don't Know/Refused 4.1% 5.2% 2.9%

Increasing further in 2017, nearly two-thirds (62.4%) of Albertans who visited an Alberta museum, historic site, interpretive centre, or archives in the past 12 months used the Internet as their main source of information when deciding to visit. Word of mouth/friends/family (16.2%) and personal knowledge/experience (7.1%) were the next most common main sources. Personal knowledge and newspapers/magazines have significantly decreased since 2016.

M3 -- Prior to visiting, what was the main source of information you used when researching these places to visit? (n=450)

Organized Sport Participated In 2016 (n=233)

2017 (n=247)

Hockey 24.9% 23.9%

Softball 9.9% 13.0%

Golf 12.0% 10.1%

Volleyball 13.3% 9.7%

Baseball 12.4% 8.9%

Soccer 21.5% 8.5%↓

Curling 11.2% 8.1%

Basketball 3.9% 7.7%

Football 2.1% 4.0%

Alpine Ski 0.4% 3.2%↑

Badminton 3.0% 3.2%

Bowling 1.7% 3.2%

Swimming 2.6% 3.2%

Other (includes all responses with <3% in 2017) 7.3% 8.9%

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SPORTS: Personal Participation

23.3% 24.7%

2016 2017

Participation Rate (adults)

Albertans more likely to have participated in organized sport in the past 12 months are: 18 to 34 years old Male Born in Canada Working full-time And those with: University/college education Household income $80,000 or more

S1a -- Thinking about organized sports, that is, a physical activity governed by a set of rules and undertaken competitively as part of a league, club or organization, have you participated in any organized sports in the past year? (n=1,000) S1 -- Which organized sports have you participated in during the past year? (n=247)

Similar to 2016, nearly a quarter of Albertans (24.7%) have participated in an organized sport in the past year with hockey (23.9%), softball (13.0%) and volleyball (10.1%) being the most common.

Organized Sport Child Participated In 2016 (n=255)

2017 (n=256)

Soccer 38.8% 38.3%

Hockey 25.9% 25.8%

Swimming 23.9% 23.4%

Basketball 16.1% 22.7%

Volleyball 8.6% 14.8%↑

Baseball 7.5% 14.8%↑

Gymnastics 12.5% 14.1%

Badminton 3.9% 7.0%

Football 5.5% 6.6%

Alpine Ski 1.6% 4.3%

Curling 2.4% 3.1%

Figure Skating 5.5% 2.7%

Karate 2.4% 2.7%

Lacrosse 4.7% 2.7%

Rugby 1.6% 2.3%

Other (includes all responses with <3% in 2017) 3.8% 4.3%

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SPORTS: Child Participation

Albertans more likely to have children who participated in organized sport in the past 12 months are: 35 to 54 years old Born in Canada Married/common-law Working part-time Born outside of and living in Alberta for 30+

years And those with: Household income $150,000 or more

Among Albertans with children, nearly two-thirds (63.8%) have children who have participated in an organized sport in the past year. The most commonly participated organized sports are soccer (38.3%), hockey (25.8%), swimming (23.4%), and basketball (22.7%).

S2a -- Has your child/children participated in an organized sport activity in the past year? (n=401) S2 -- Which organized sport activity has your child/children participated in during the past year? (n=256)

64.6% 63.8%

2016 2017

Participation Rate (children)

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TOURISM: Farm to Fork Tourism

87.6%

2017

Patricipated in Farm to Fork tourism

The vast majority of Albertans (87.6%) have participated in some form of Farm to Fork tourism over the past 12 months. The most commonly attended activities are dining at a restaurant serving Alberta ingredients (74.6%), attending a farmer’s market (57.2%), and farm retail purchasing (41.5%).

↑↓ Indicate statistically significant differences between survey years †T1 -- Which Farm to Fork tourism activities did you directly participate in during a trip within Alberta in the past 12 months? (n=1,000)

Types of Farm to Fork activities attended 2017 (n=1,000)

Dine at a restaurant serving Alberta ingredients 74.6%

Attend a farmers’ market 57.2%

Purchase products or goods directly from a farm (farm retail purchasing) 41.5%

Attend a rodeo 29.1%

Attend an agricultural fair or event 25.3%

Attend a food festival 20.9%

Visit a petting zoo 19.9%

Visit a corn maze 17.7%

Dine at a farm dinner 15.7%

Stay overnight at a farm or ranch 15.2%

Visit an agricultural museum 14.5%

Take a food or drink tour (guided or non-guided) 8.5%

Attend a cooking show or demonstration 5.0%

2017

Albertans more likely to have participated in Farm to Fork tourism in the past 12 months are: Female Born in Canada Married/common-law

And those with: Household income $80,000 or more

23

DETAILED FINDINGS: Benefits of Culture and Leisure Activities

The opportunity for recreation

24

Benefits of Historical Resources

80.1% 73.5% 72.0% 54.1%

16.5% 23.0% 24.2%

38.3%

96.6% 96.5% 96.2% 92.4%

Very Important Somewhat Important

Opportunity for education and lifelong learning

The preservation of Alberta’s history

Visitor spending in local communities

2017

M6 -- I am now going to read a list of the potential benefits of Alberta’s historical resources and heritage facilities. Would you say that the following benefits are very important, somewhat important, not very important, or not at all important to you? (n=1,000)

Albertans feel that the opportunity for education and lifelong learning is the most important potential benefit of historical resources and heritage faculties, with four-in-five rating it as very important. The opportunity for recreation is rated as the second most important potential benefit.

25

Benefits of Historical Resources [1/2]

↑↓ Indicate statistically significant differences between survey years M6 -- I am now going to read a list of the potential benefits of Alberta’s historical resources and heritage facilities. Would you say that the following benefits are very important, somewhat important, not very important, or not at all important to you? (n=1,000)

96.6% 96.4% 97.8% 97.0% 97.9% 97.7% 97.5% 98.7% 97.1% 98.1%

80.1% 76.3% 79.7% 78.4% 80.4% 82.2% 79.3%

86.4% 81.7% 80.3%

2017201620152014201320122011201020092008

Very or Somewhat Important Very Important

Opportunity for education and lifelong learning

Albertans’ perceived importance of opportunity for education and lifelong learning, and the proportion of Albertans feeling that the opportunity for recreation is important has increased substantially, with nearly three-quarters feeling that it is very important.

↑ ↓

↓ ↑

↑

The opportunity for recreation

96.5% 93.9% 96.4% 97.1% 96.5% 95.7% 94.9% 97.4% 95.9% 96.2% 96.6%

73.5%

58.5% 64.8% 65.2% 65.6% 67.7% 66.3%

76.2% 67.1% 69.0% 72.6%

20172016201520142013201220112010200920082007Very or Somewhat Important Very Important

↑

↑

↓

↓

↓

↓

↑

26

Benefits of Historical Resources [2/2]

92.4% 91.6% 92.9% 93.7% 93.2% 93.6% 93.7% 93.9% 92.7% 93.0% 91.8%

54.1% 48.1%

54.6% 51.9% 52.5% 52.5% 56.1% 55.4%

51.5% 50.9% 53.6%

20172016201520142013201220112010200920082007


Visitor spending in local communities

↑↓ Indicate statistically significant differences between survey years M6 -- I am now going to read a list of the potential benefits of Alberta’s historical resources and heritage facilities. Would you say that the following benefits are very important, somewhat important, not very important, or not at all important to you? (n=1,000)

The proportion of Albertans who feel the preservation of Alberta’s history is very important has increased in 2017. Additionally, the proportion who feel that visitor spending in local communities is very important has rebounded from the 2016 historical low.

↑ ↓

96.2% 95.4% 95.3% 96.2% 97.0% 96.3% 95.8% 97.1% 97.5% 96.5% 96.7%

72.0% 66.1% 68.1% 67.3% 69.7% 66.5% 67.8% 70.8% 68.7% 69.5% 73.0%

20172016201520142013201220112010200920082007


The preservation of Alberta’s history

↑

88.2% 85.4% 85.9% 87.0%

10.8% 13.1% 12.1% 10.8%

99.0% 98.5% 98.0% 97.8%

Strongly Agree Somewhat Agree

Parks, open spaces and trails provide

opportunities to enjoy nature

27

Benefits of Recreation [1/2]

R3 -- I am now going to read a list of the potential benefits of recreation. For each statement, please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree that… (n=1,000)

Contributes to physical health

2017

Creates opportunities for families to spend time

together

Among Albertans, there is near consensus that parks, open spaces and trails provide opportunities to enjoy nature, that recreation creates opportunities for families to spend time together, encourages children and youth to be active, and contributes to physical health.

Encourages children and youth to be active

84.2%

59.9% 51.7%

13.4%

32.5% 37.2%

97.6% 92.4% 88.9%

Strongly Agree Somewhat Agree

28


R3 -- I am now going to read a list of the potential benefits of recreation. For each statement, please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree that… (n=1,000)

Contributes to community’s economy

Helps me connect with friends

2017

There is also near consensus that recreation contributes to mental well-being. Agreement that recreation helps Albertans connect with friends and contributes to their community's economy is strong, but not as pronounced.

Contributes to mental well-being

29

↑↓ Indicate statistically significant differences between survey years R3 -- I am now going to read a list of the potential benefits of recreation. For each statement, please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree that… (n=1,000)

99.0% 98.8%

88.2% 85.2%

20172016

Strongly or Somewhat Agree Strongly Agree

Parks, open spaces and trails provide opportunities to enjoy nature

Strong agreement that parks, open spaces and trails provide opportunities to enjoy nature has increased since 2016.

98.5% 98.1%

85.4% 82.6%

20172016


Creates opportunities for families to spend time together


↑

30



98.0% 97.9%

85.9% 83.9%

20172016


Encourages children and youth to be active

97.8% 97.9%

87.0% 85.5%

20172016


Contributes to physical health

Agreement that recreation contributes to physical health and encourages children and youth to be active has remained stable since 2016.

31


92.4% 93.1%

59.9% 57.8%

20172016


Helps me connect with friends


97.6% 98.0%

84.2% 79.4%

20172016


Contributes to mental well-being

↑

Strong agreement that recreation contributes to mental well-being has increased since 2016.

32


88.9% 88.3%

51.7% 43.8%

20172016


Contributes to community’s economy

Significantly more Albertans strongly agree that recreation contributes to their community’s economy in 2017.


↑

Increasing Alberta’s image on the world

stage

The money this industry spends in Alberta

33

Benefits of Producing Films in Alberta

44.0% 42.7% 47.3%

45.8% 42.5% 36.6%

89.8% 85.2% 83.9%

Very Important Somewhat Important

Telling Alberta stories

2017

C1 -- I am now going to read a list of the potential benefits of producing films and TV shows in Alberta. Would you say that the following benefits are very important, somewhat important, not very important or not at all important to you? (n=1,000)

Although all benefits are rated highly, telling Alberta stories is perceived to be a more important benefit of producing films and TV shows in Alberta, followed by the money spent in Alberta and increasing Alberta’s image on the world stage.

34

Benefits of Producing Films in Alberta [1/2]

↑↓ Indicate statistically significant differences between survey years C1 -- I am now going to read a list of the potential benefits of producing films and TV shows in Alberta. Would you say that the following benefits are very important, somewhat important, not very important or not at all important to you? (n=1,000)

Very and somewhat important Very important Very and somewhat important Very important

The importance of the money the film industry spends in Alberta has decreased, with fewer Albertans feeling that this is very important in 2017.

The money this industry spends in Alberta

85.2% 88.2% 86.4% 88.9% 88.2%

42.7% 49.0% 47.5% 46.1% 44.0%

2017(n=1,000)

2016(n=1,000)

2015(n=1,000)

2014(n=1,000)

2013(n=1,000)

89.8% 87.5% 87.0% 88.5% 89.7%

44.0% 45.9% 46.6% 45.4% 44.3%

2017(n=1,000)

2016(n=1,000)

2015(n=1,000)

2014(n=1,000)

2013(n=1,000)

Telling Alberta stories

↓

↓

↓

↓

35

Benefits of Producing Films in Alberta [2/2]

↑↓ Indicate statistically significant differences between survey years C1 -- I am now going to read a list of the potential benefits of producing films and TV shows in Alberta. Would you say that the following benefits are very important, somewhat important, not very important or not at all important to you? (n=1,000)

In 2017, fewer Albertans feel that the production of films and TV shows in Alberta is important with regard to increasing Alberta’s image on the world stage.

Very and somewhat important Very important

83.9% 87.9% 85.5% 85.5% 87.5%

47.3% 50.0% 48.2% 48.3% 47.7%

2017(n=1,000)

2016(n=1,000)

2015(n=1,000)

2014(n=1,000)

2013(n=1,000)

Increasing Alberta’s image on the world stage

↓

↓

↓

36

DETAILED FINDINGS: Contribution to Quality of Life

75.0% 57.1%

42.0% 31.7% 33.0%

19.8% 36.1%

39.5% 49.6% 47.5%

94.8% 93.2%

81.5% 81.3% 80.5%

Very important Somewhat important

Historical resources

37

Importance to Quality of Life

X1 -- I am going to list some programs and services. For each, please tell me how important you feel it is in contributing to your quality of life. (n=1,000)

2017

There is strong agreement from Albertans that recreation facilities and services, historical resources, organized sport activities or events, Alberta produced movies, TV shows, music, books and magazines, and art activities contribute to the quality of life in Alberta.

Recreation facilities and services

Participating in or attending organized

sport activities or events

Arts activities

Seeing Alberta produced movies, TV shows, music, books,

and magazines

48.0%

37.8%

85.8%

Strongly agree Somewhat agree

38

Arts and Culture Improving Community

†A9 -- Please rate your agreement with the following statement: arts and culture makes my community a better place to live. (n=1,000)

2017

The vast majority of Albertans agree (with nearly half strongly agreeing) that arts and culture makes their community a better place to live.

Arts and culture makes my community a better place to live

85.8% AGREE that ARTS and CULTURE makes my

COMMUNITY a BETTER PLACE TO LIVE

Most likely to have AGREE are: Females Not born in Canada Born outside of and living in

Alberta for less than 10 years And those with: University/college education

39

DETAILED FINDINGS: Perception of Government Support

43.8% 27.4% 25.6%

44.1%

52.6% 53.4%

87.9% 80.0% 79.0%

Very important Somewhat important

Arts in Alberta

40

Importance of Government Funding and Support

X2 -- I am going to list some areas supported by the Government of Alberta. For each, please tell me how important it is to you that the Government of Alberta continues to fund and support. (n=1,000)

2017

Alberta’s film and TV industry

Nearly nine-in-ten Albertans feel that it is important that government fund and support arts in Alberta. Eight-in-ten Albertans feel it is important that government fund and support the film, TV, book, magazine, and sound recording industries.

Alberta’s book and magazine publishing and sound recording industries

41

Importance of Government Funding and Support [1/2]

X2_a -- Arts in Alberta: I am going to list some areas supported by the Government of Alberta. For each, please tell me how important it is to you that the Government of Alberta continues to fund and support. (n=1,000)

87.9% 81.5%

85.7% 84.1% 85.6% 87.4% 88.4% 91.6% 87.5% 87.5% 89.6% 87.3% 86.0%

43.8% 42.8% 49.7% 48.2% 45.4%

52.0% 53.8% 58.0%

50.0% 52.6% 54.0% 50.9% 51.8%

2017201620152014201320122011201020092008200720062005

Very and Somewhat Important Very Important

The proportion of Albertans who say it is very or somewhat important for the Government of Alberta to continue funding and supporting Arts in Alberta has increased since 2016.

Arts in Alberta

↑

↓ ↑

↓ ↓

↓

↑

79.0% 78.9% 83.7% 81.9%

25.6% 33.3%

41.6% 39.3%

2017201620152014


80.0% 80.7% 81.7% 82.4% 81.0% 84.4% 83.8% 82.7% 83.1% 84.8%

27.4%

38.2% 40.7% 37.8% 35.0% 40.2% 41.9% 40.2% 39.6% 41.9%

2017201620152014201320122011201020092008


42

Importance of Government Funding and Support [2/2]

X2_b/c --Alberta’s film and TV industry/Alberta’s book and magazine publishing and sound recording industries: I am going to list some areas supported by the Government of Alberta. For each, please tell me how important it is to you that the Government of Alberta continues to fund and support. (n=1,000)

While the perceived importance for continued government funding and support of Alberta’s film and TV industry, and Alberta’s book and magazine publishing and sound recording industries has remained consistent with 2016, fewer Albertans feel these are very important.

Alberta’s film and TV industry

Alberta’s book and magazine publishing and sound recording industries

↓ ↓

↓

↓ ↓

↓

43

Protection of Historical Resources

64.7% 66.5% 68.4% 68.4% 63.6% 65.2% 65.5% 64.6% 63.1%

67.5% 68.3% 62.9% 63.9%

16.7% 21.7% 21.6% 18.5% 16.3% 18.8% 18.9% 18.8% 20.4% 19.6%

23.4% 18.4% 19.0%

2017201620152014201320122011201020092008200720062005

Strongly and Somewhat Agree Strongly agree

64.7% AGREE that HISTORICAL

RESOURCES are being adequately PROTECTED and

PRESERVED

Those most likely to STRONGLY AGREE are: Not born in Canada Born outside of and living in Canada for <30 years Married/common-law Working full-time

And those with: Children in household High school education

↑↓ Indicate statistically significant differences between survey years M5 -- When thinking about the Alberta Government’s role as the steward and custodian of historical resources in the province, particularly with respect to historical buildings and archaeological and fossil resources, how would you respond to this statement: Overall, historical resources are being adequately protected and preserved in Alberta communities. (n=1,000)

↑

↓

↓

↓

↑

↑

Although overall agreement that historical resources are being adequately protected and preserved has remained stable since 2016, significantly fewer Albertans strongly agree with this statement.

44

PROFILE OF RESPONDENTS

45

Profile of Respondents [1/3] Albertans (n=1,000)

Gender

Male 50.8%

Female 49.2%

Age

18 to 24 11.6%

25 to 34 22.1%

35 to 44 15.9%

45 to 54 21.9%

55 to 64 13.7%

65 or older 14.8%

Region

Calgary 32.0%

Edmonton 23.5%

Small Cities North 11.2%

Small Cities South 7.3%

Rural North 13.2%

Rural South 12.8%

Marital Status

Single 22.2%

Married/Common-law 68.4%

Separated 1.4%

Divorced 4.6%

Widowed 3.2%

Refused 0.2%

Albertans (n=1,000)

Children in Household

NO CHILDREN 59.6%

Two adult household with no children under 18 33.7%

One adult household with no children under 18 11.9%

Three or more adult household with no children under 18 14.0%

CHILDREN 40.1%

Two adult household with children under 18 30.6%

One adult household with children under 18 1.9%

Three or more adult household with children under 18 7.6%

REFUSED 0.3%

46


Born in Canada

Yes 82.2%

No 17.8%

Refused 0.0%

Born in Alberta

Yes 51.5%

No 48.5%

Refused 0.0%

Born outside Alberta (n=485)

Tenure in Alberta

Fewer than 5 years 8.7%

5 to 9 years 12.8%

10 to 19 years 24.5%

20 to 29 years 17.9%

30 to 39 years 13.4%

40 to 49 years 12.2%

50 or more years 10.1%

47


Education

Not graduated from high school 5.4%

Graduated high school 20.7%

Some technical or vocational college 9.2%

Graduated technical or vocational college 24.9%

Some university 5.7%

Graduated from university 33.9%

Refused 0.2%

Albertans (n=1,000)

Household Income

Less than $40,000 14.8%

$40,000 to less than $60,000 12.7%

$60,000 to less than $80,000 13.1%

$80,000 to less than $100,000 14.3%

$100,000 to less than $120,000 10.8%

$120,000 to less than $150,000 7.4%

$150,000 to less than $180,000 5.5%

$180,000 or more 9.9%

Employment Status

Working full-time 52.3%

Working part-time 12.2%

Unemployed or looking for a job 7.1%

A student 4.2%

Retired 15.8%

Staying at home for other reasons 3.0%

Stay at home parent 4.7%

Caregiver 0.2%

Refused 0.5%

APPENDIX

Detailed Methodology

50

Detailed Methodology [1/4]

• A total of 1,000 telephone interviews were conducted with Alberta residents. Specifically, 320 from Calgary, 235 from Edmonton, 112 from small cities North, 73 from small cities South, 132 from rural North, and 128 from rural South.

• Data was collected between January 26th and February 23rd, 2017.

Data Collection

• The respondents to the survey were Albertans 18 years of age and older. • Statistics Canada official population estimates were used to generate a demographically

representative sample. • The sample was distributed by region, gender, and age groups. • The sample design was consistent with past surveys to ensure comparability of the results.

Target Respondents

• The margin of error associated with a sample size of 1,000 is ±3.1 percentage points, 19 times out of 20.

• Differences in responses between subsets are identified using independent z-testing at a 95% confidence level, 19 times out of 20.

Statistical Reliability

51


•The survey instrument was a combination of open and close ended questions. •Based on the needs of Alberta Culture and Tourism and Alberta Environment and Parks, the surveys previously conducted were revised. Results for Alberta Environment and Parks are not included as part of this report. •Questions that were added in 2017 are highlighted throughout the report with the † symbol. Levels that were added to existing questions in 2017 are highlighted with a *. •The major sections of the survey were asked in a specific order, although their sub-sections were asked in a random order.

Questionnaire Design

• Advanis trained the interviewers to understand the study’s objectives and to ensure that they are able to pronounce and understand the survey wording.;

• Detailed call records are kept by the automated CATI system, and are supplemented by output files to SPSS for productivity analysis (i.e., not subject to human error);

• Screening scripts contain a description of the importance of the research and the importance of respondent participation, serving as a motivator for respondents;

• The survey was pre-tested; • Briefing was done on an ongoing basis to ensure that all interviewers were up to date on

current information regarding the project; • 100% of all surveys are digitally recorded for potential review (see next bullet); • Advanis’ Quality Assurance team listened to the actual recordings of five percent of

completed surveys and compared the responses to those entered by the interviewer to ensure that responses from respondents are properly recorded;

• Team Supervisors conduct regular more formal evaluations with each interviewer, in addition to nightly monitoring of each interviewer on their team;

• Project Managers closely monitored the progress of data collection, including call record dispositions;

• 10% of all verbatim coding was independently reviewed for quality assurance; • All SPSS code is reviewed by a more senior researcher; • All Report Builder output is reviewed by a more senior researcher; and • All values in the report are reviewed by another team member to ensure accuracy.

Quality Control

52


• 37 interviews were pretested before the survey was fully launched. • The pre-tests were conducted to ensure:

• The suitability of the introduction; • The length of the interview; • Whether questions are meaningful to respondents; and • The flow of questioning to yield best results.

• Based on the pretest, the following changes were made: • The introduction was modified to better explain the nature of the survey and

emphasize the topics of interest that are covered. • Extra instructions for P1/P2 were added to ensure that the most accurate information

was collected.

Survey Pre-tests

• The sample was drawn randomly from the most recent residential phone listings of Alberta and included cell phone sample (especially among the younger urban population, who tend to be hard to reach).

• The landline sample was drawn randomly from the most recent residential phone listings of Alberta while the wireless sample was drawn randomly from the most recent working cell phone lists provided by ASDE Survey sampler Inc.

• Sample management was done using Advanis’ proprietary Sample Server. • The ‘Next Birthday’ rule was followed for landline sample to ensure randomization within

the household. • To minimize low response:

• Sample was loaded in batches to ensure the sample was fully utilized before moving onto fresh sample records;

• Calls made during different parts of the day; and • Call backs were scheduled and honoured.

Sampling Methodology

53


• A team of coders were assigned to edit, clean and assign codes for the answers to open-ended questions.

• Code books from past surveys were used to ensure consistency. • New codes were created when a specific answer became more prominent.

Coding

• Data analysis and cross-tabulation have been conducted using SPSS and Report Builder

software. Analysis of Findings

Sample Distribution

55

Sample Distribution REGION GENDER AGE POPULATION QUOTAS REGIONAL QUOTA

Calgary

Male 18-34 172,156 55

320

Female 18-34 166,299 53 Male 35-54 201,318 64 Female 35-54 187,188 60 Male 55+ 137,256 42 Female 55+ 147,415 46

Edmonton

Male 18-34 141,208 44

235


Small Cities – North (includes Camrose, Spruce Grove, Sherwood Park, Fort Saskatchewan,

St. Albert, Grande Prairie, Wetaskiwin, Leduc, Fort McMurray, Lloydminster, and Cold Lake)

Male 18-34 65,443 21

112


Small Cities – South (includes Medicine Hat, Lethbridge, Airdrie, and Red Deer)

Male 18-34 42,577 14

73


Rural – North (includes all villages, towns, hamlets and rural areas within the

geographic area defined by the following postal forwarding sortation areas: T0A, T0B, T0C, T0E, T0G, T0H, T0P, T0V, T8T).

Male 18-34 66,226 21

132


Rural – South (includes all villages, towns, hamlets and rural areas within the

geographic area defined by the following postal forward sortation areas: T0J, T0K, T0L, T0M, T1Z).

Male 18-34 57,220 18

128


TOTAL 3,091,598 1,000 1,000

Call Statistics

57

Call Statistics Completed Complete 1,000 Busy Line busy 332 No Answer / Answering machine Answering machine 16,556 No answer 4,634 Respondents unavailable Contact person is unavailable for duration of project 30 Wrong contact (person we want to speak with can't be reached at this number) 27 Call backs Appointment (Date and time specified) 157 To call back (Date and time unspecified) 548 Refusals Refusal 10,070 Definite refusal 290 Refused to answer age 4 Refused to answer postal code 193 Incomplete Incomplete with scheduled appointment 0 Incomplete with no possibility to call back 0 Fax/Modem/Business Fax/modem /pager 451 No Service / Wrong Number Non-residential 278 No service 4510 Illness, Deceased 75 Duplicate listing 16 Language Barrier Language Barrier 143 Quota full Quota attained 1655 Disqualified Not eligible 119 Wireless – under 18 years old 213 Total 41,301 Response rate** 20.1% **Response rate = (Completed + Quota Full) / (Completed + Quota full + Refused + Incomplete (Terminate))

Survey Instrument

59

Survey Instrument [1/10] Introduction Int1

Hello, this is _________________ from Advanis calling on behalf of the Government of Alberta. We are surveying Albertans to gather information that will help in the development of community services. This is not a sales call, and all results will be kept completely confidential. [If wireless:] Before we begin, are you over 18?

Phone Type: <<sample.phone_type.text>> IF ASKED: We are surveying Albertans to gather information that will help in the development of community services. This is not a sales call, and all results will be kept completely confidential. CLIENT CONTACT: If the respondent would like further details they are invited to contact Richard Williams, Manager, Environmental Scanning and Performance Measurement, Alberta Culture and Tourism at 780-643-1978 or at [email protected]. If they would prefer a toll-free number, you can have them contact 310-0000 and ask the operator to direct them to Mr. Williams at Alberta Culture and Tourism. Approximately 20-24 minutes of your time will be needed today.)

1 <<continue_or_yes>>

4 No, under 18 [Show If Wireless]

2 Refusal

3 Call back later

Ref1 Show If Int1_Refusal

Refusal

Status Code: 1000

CB1 Show If Int1_Callback

Call back

Status Code: 1001

Term6 Show If Int1_wireless_under_18

I'm sorry. We are only looking to speak with those who are 18 or older. Sorry for bothering you.

Status Code: 504

Int2

[If wireless, show “Thank you”/ If landline, show “Before we begin”], I first have a few questions to see if we need to speak to more people like you. Note that this call may be recorded for training and improvement purposes. What are the first three characters of your postal code?

(Enter the first 3 characters of the postal code in UPPERCASE (eg: T1A))

_____

-8 Refused

Term1a Show If Int2_Refused_Postal_Code

Unfortunately, without knowing your postal code, we are unable to group your responses with others in your region. Thank you for your time. Goodbye.

Status Code: 502

Term1 Show If Postal_Code_Other

I'm sorry. We've already spoken to enough people in your region. Thank you for your time. Goodbye.

Status Code: 501

Term2 Show If All_Quotas_Closed_In_Region

I'm sorry. We've already spoken to enough people in your region. Thank you for your time. Goodbye.

Status Code: 600

Int3 For the purposes of this survey, could I please speak to the person in your household who is 18 years of age or older and who is having the next birthday? IF THEY GET SOMEONE ELSE, SAY: Hello, my name is _________________ from Advanis calling on behalf of the Government of Alberta. We are surveying Albertans to gather information that will help in the development of community services. This is not a sales call, and all results will be kept completely confidential. Note that this call may be recorded for training and improvement purposes.

1 Yes, speaking

2 Yes, getting person

3 Refusal

4 Not available; call back later

60

Survey Instrument [2/10] Int5

In what year were you born? IF RESPONDENT ASKS WHY, SAY: We understand that this is personal information, this is used merely to determine what age category you will fall into. Your answers will be held confidential. Your feedback will be combined with the responses of hundreds of respondents. All analysis will be done on the aggregate data and no comments or feedback will be attributed back to individual respondents.

___________

9 Refused

Int5b Show If Int5_Refused

We understand that this is personal information. Rather than proving the year you were born, can you please tell me which of the following age categories you fall into? IF RESPONDENT ASKS WHY, SAY: Your answers will be held confidential. Your feedback will be combined with the responses of hundreds of respondents. All analysis will be done on the aggregate data and no comments or feedback will be attributed back to individual respondents.

1 18 to 24

2 25 to 34

3 35 to 44

4 45 to 54

5 55 to 64

6 65 or older

9 Refused (Terminates)

Term5b Show If Int5b_Refusal

Unfortunately, without knowing your age group, we are unable to group your answers with those of a similar age group. Thank you for your interest.

Status Code: 503

Int6

Record gender

1 Male

2 Female

Term4b Show If Quota_Full_for_Respondent

I'm so sorry. We've actually already spoken with enough people that match your profile.

Status Code: 600

Int7b

Were you born in Alberta?

1 Yes

2 No

9 Refused

Int7c Show If Int7b_NOT_Born_In_Alberta

How many years have you lived in Alberta?

___________

999 Refused

Int7a Show If Int7b_NOT_Born_In_Alberta

Were you born in Canada?

1 Yes

2 No

9 Refused

Int10

How would you best describe your household composition? By composition we mean number of adults and children living in the home.

(READ LIST)

1 Two adult household with no children under 18

2 Two adult household with children under 18

3 One adult household with no children under 18

4 One adult household with children under 18

5 Three or more adult household with no children under 18

6 Three or more adult household with children under 18

7 Other (specify):

9 (DO NOT READ) Refused

Section 1: Visitation, Participation, and Attendance S1Intro

For the following questions, please consider your personal participation in culture and leisure activities.

61

Survey Instrument [3/10] 1.1 Parks: P1 – P9

Randomized within section 1 P1

This question is about Alberta’s Provincial Parks. By Provincial Parks we mean those parks managed by the provincial government known as “Alberta Parks” and not neighborhood, city, regional or national parks. Have you visited an Alberta Provincial Park in the past 12 months?

(If the respondent is unsure if the park is provincial or not select yes and continue.)

1 Yes

2 No

9 (DO NOT READ) Don't know/Refused

P2 Show If P1_visited

Which Alberta Provincial Parks did you visit in the past 12 months?

IF THEY SAY A NATIONAL PARK OR ARE UNSURE, THAT IS OK, RECORD THE PARK AND PROBE FOR MORE.

You can probe with: Do you remember the particular name of the park? Please let me know to the best of your recollection." and then "And any other parks?"

IF THE RESPONDENT DOESN'T KNOW OR REFUSES, LEAVE THE LEVELS BLANK AND CLICK NEXT.

DO NOT NEED TO INCLUDE "PROVINCIAL PARK" IN THE ANSWER. IE: "DINOSAUR" IS GOOD ENOUGH, DON'T ENTER "DINOSAUR PROVINCIAL PARK". RECORD UP TO SIX DIFFERENT PARKS.

Park #1: __________

Park #2: __________

Park #3: __________

Park #4: __________

Park #5: __________

Park #6: __________

P2b Show_if_P2_Mentioned_Provincial_Park

If mentioned a National Park, say: In the previous question, you mentioned [Jasper, Banff, Waterton, Elk Island] among the provincial parks you have visited. Please note that these are National Parks, operated by Parks Canada. For the remaining questions, please only consider the following Alberta Provincial Parks you have visited in the past twelve months [LIST PROVINCIAL PARKS MENTIONED IN P2]. Approximately how many times in the last twelve months have you visited an Alberta Provincial Park for:

A day visit ______

Overnight camping ______

P3 Show If P2_Mentioned_Provincial_Park

What types of activities did you participate in?

((Select all that apply.) DO NOT READ)

3 Biking

1 Camping

13 Canoeing/kayaking

10 Climbing

9 Equestrian Use

6 Fishing

2 Hiking/Walking

7 Hunting

18 Ice fishing

15 Ice skating outdoors

19 Jogging/Running outdoors

8 Off-Highway Vehicles

4 Paddling

5 Power Boating

12 Skiing (cross country)

11 Skiing (downhill)

16 Sledding/tubing

17 Snowmobiling

14 Snowshoeing

20 Outdoor team sports (specify):

21 Other (specify):

999 Refused

P4b Show If P2_Mentioned_Provincial_Park

Are there any outdoor recreational activities that you were not able to participate in at Alberta Parks due to lack of facilities or services? If “Yes” say: What outdoor recreational activities would you like to be able to do in Alberta Parks?

(IF THE RESPONDENT SAYS NO, DOESN'T KNOW, OR REFUSES, LEAVE THE LEVELS BLANK AND CLICK NEXT. RECORD UP TO SIX DIFFERENT ACTIVITIES.)

Activity #1: __________

Activity #2: __________

Activity #3: __________

Activity #4: __________

Activity #5: __________

Activity #6: __________

62

Survey Instrument [4/10] P4 Show If P2_Mentioned_Provincial_Park

Overall, how satisfied were you with the quality of services and facilities in the provincial parks you visited? Would you say you were…?

(READ LIST)

1 Very Satisfied

2 Satisfied

3 Neutral

4 Dissatisfied

5 Very Dissatisfied


P8 Show If P2_Mentioned_Provincial_Park

On a scale from 0 to 10 where 0 is 'not at all likely' to recommend and 10 is 'extremely likely' to recommend, how likely are you to RECOMMEND visiting Alberta Parks to family, friends or a colleague?

0 0

1 1

2 2

3 3

4 4

5 5

6 6

7 7

8 8

9 9

10 10


P9

Have you camped on public land, that is land that is not privately owned, but is not in a provincial or national park, in Alberta in the last twelve months?

1 Yes

2 No


1.1 Volunteering: V1 – V3 Randomized within section 1

V1

The next few questions are about volunteering.

Volunteering is an unpaid contribution of time, energy, or talents to charitable or non-profit organizations, causes, community development activities, or help through personal initiative to individuals. I’m going to read a list of different types of volunteer work and for each I would like you to indicate whether or not you did that type of volunteer work. If you are unsure, I can provide examples. In the past 12 months, did you do any volunteer work ...

(READ LIST.)

Yes No (DO NOT

READ) Don't know

/Refused a. In the arts or cultural area, for example, IF NEEDED: for an arts

or cultural organization; a music, dance, theatre or multi-cultural event; an arts festival, conference or workshop; an art exhibition.

1 2 9

b. In sports, IF NEEDED: for example, coaching a team, officiating, or organizing an event such as local athletic games

1 2 9

c. In recreation, IF NEEDED: for example, volunteering as a coordinator, supervisor or manager of a recreational event or activity; or as a session instructor, councillor, guide, or official.

1 2 9

d. For libraries, IF NEEDED: for example, volunteering as a part-time library assistant, assisting a local library in organizing special activities for Library Week, reading to children during story time.

1 2 9

e. In human services, IF NEEDED: for example, volunteering for a food bank, seniors’ centre, persons with disabilities support services groups, or an international aid organization

1 2 9

f. In youth development, IF NEEDED: for example, volunteering for a boys and girls club, or youth centre

1 2 9

g. In regards to the environment, IF NEEDED: for example, supporting wildlife education and preservation, assisting in highway clean-up programs, organizing recycling efforts, or volunteering at a local animal shelter.

1 2 9

h. In law, advocacy and politics, IF NEEDED: for example, volunteering with a local Victim Services unit, fundraising for political parties or canvassing in neighborhoods.

1 2 9

i. As a Board Member or member of a nonprofit organization. 1 2 9

j. Informal volunteering, for example, volunteering you did on your own such as helping a neighbour in need.

1 2 9

k. Did you do any other type of volunteer work? 1 2 9

V1_Other Show If V1_11_Other_Volunteering

Which other type of volunteer work did you do?

________________________________________

9 Don't know/Refused

2

63

Survey Instrument [5/10] V2 Show If V1_Any_Volunteering

In the past year, on average, about how many hours per month did you spend doing any kind of volunteer work?

(ACCEPTABLE RANGE = 0 to 360 hours)

___________hours per month


V3 Show If V1_Not_Any_Volunteering

To gain a better sense as to why Albertans have not volunteered, we would appreciate if you could explain the main reason why you have not volunteered in the past 12 months.

(DO NOT READ LIST)

1 Would rather have given money instead of time

2 Had not been personally asked

3 Were unaware of opportunities to volunteer

4 Were unable to volunteer due to a disability or health problem

5 Did not have enough time or were too busy

6 Were unwilling to make a long term commitment

7 Were not interested in volunteering

8 Or some other reason (SPECIFY):

99 (DO NOT READ) Don’t Know/Refused

1.1 Arts and Culture: A1 – A2_Other

Randomized within section 1

A5

The next question is about arts and culture. How many films have you seen in the past six months...

In a movie theatre ______

Somewhere other than a movie theatre, for example, at home, at friends or family, or at a different public venue

______


A6 Show If A5_at_least_once

How many films have you seen with someone less than fourteen years of age in the past six months...

In a movie theatre MUST BE NO MORE THAN <<A5_a.text>> [ If A5_a_Movie_theatre_greater_than_0]

______

Somewhere other than a movie theatre MUST BE NO MORE THAN <<A5_b.value>> [ If A5_b_At_home_greater_than_0]

______


3

64

Survey Instrument [6/10] A2_Other Show If A2_Other_Activity

Which other arts activities did you participate in?

________________________________________


1.1 Heritage: M2 – M4


M2

The next question is about historical resources in Alberta communities, for example museums, historic sites, interpretive centres and archives. Have you visited an Alberta historical resource in the past 12 months?

1 Yes

2 No


M3 Show If M2_Have_visited_museum_etc

Prior to visiting a historical resource, what was the main source of information you used when researching these places to visit?

________________________________________

________________________________________

________________________________________


M4 Show If M2_Have_visited_museum_etc

To gain a better sense as to the purpose why Albertans visited a historical resource IF NEEDED: (for example, museums, archives, historic sites, or interpretive centres), we would appreciate if you could provide the reasons for visiting in the past 12 months?

(Please probe for as many reasons as the respondent is able to come up with.)

________________________________________

________________________________________

________________________________________


4

1.1 Sports: S1a – S2 Randomized within section 1

S1a

The next question is about organized sport, that is, a physical activity governed by a set of rules and undertaken competitively as part of a league, club or organization. Have you participated in any organized sports in the past year?

1 Yes

2 No


S1 Show If S1a_Yes

Which organized sports have you participated in during the past year?

(RECORD UP TO SIX DIFFERENT SPORTS IF REFUSED, DO NOT ENTER ANYTHING, JUST CLICK NEXT)

Sport #1: __________

Sport #2: __________

Sport #3: __________

Sport #4: __________

Sport #5: __________

Sport #6: __________

S2a Show If Int10_Has_Children

Has your child or children participated in an organized sport activity in the past year?

1 Yes

2 No


S2 Show If S2a_Yes

Which organized sport activity has your child or children participated in during the past year?

(RECORD UP TO SIX DIFFERENT SPORTS IF REFUSED, DO NOT ENTER ANYTHING, JUST CLICK NEXT)

Sport #1: __________

Sport #2: __________

Sport #3: __________

Sport #4: __________

Sport #5: __________

Sport #6: __________

5

65

Survey Instrument [7/10] 2.1 Heritage: M6 – M5

Randomized within section 2 M6

I will now read a list of the potential benefits of Alberta’s historical resources and heritage facilities. Would you say that the following benefits are very important, somewhat important, not very important, or not at all important to you?

Very

important Somewhat important

Not very important

Not at all important

(DO NOT READ)

Don't know /Refused

a. The opportunity for recreation 1 2 3 4 9

b. The preservation of Alberta’s history

1 2 3 4 9

c. Visitor spending in local communities

1 2 3 4 9

d. Opportunity for education and lifelong learning

1 2 3 4 9

M5

When thinking about the Alberta Government’s role as the steward and custodian of historical resources in the province, particularly with respect to historical buildings and archaeological and fossil resources, how would you respond to this statement: "Overall, historical resources are being adequately protected and preserved in Alberta communities." Do you...

(READ LIST)

1 Strongly agree

2 Somewhat agree

3 Neither agree nor disagree

4 Somewhat disagree

5 Strongly disagree


1.1 Tourism: T1 Randomized within section 1

T1

The next question is about Farm to Fork tourism in Alberta. Farm to Fork tourism occurs when visitors travel more than forty kilometres outside of their home community and engage in farm-related leisure activities or those that feature a unique, local culinary experience. Which Farm to Fork tourism activities did you directly participate in during a trip within Alberta in the past 12 months?

(READ LIST)

Yes No (DO NOT READ) Don't know/Refused

a. Attend a cooking show or demonstration 1 2 9

b. Attend a farmers’ market 1 2 9

c. Attend a food festival 1 2 9

d. Attend a rodeo 1 2 9

e. Attend an agricultural fair or event 1 2 9

f. Dine at a farm dinner 1 2 9

g. Dine at a restaurant serving Alberta ingredients 1 2 9

h. Purchase products or goods directly from a farm (farm retail purchasing)

1 2 9

i. Stay overnight at a farm or ranch 1 2 9

j. Take a food or drink tour (guided or non-guided) 1 2 9

k. Visit a corn maze 1 2 9

l. Visit a petting zoo 1 2 9

m. Visit an agricultural museum 1 2 9

Section 2: Perceived Benefits of Culture and Leisure Activities S2Intro

The following questions are about the potential benefits of culture and leisure activities and services.

6

66

Survey Instrument [8/10] Section 3: Contribution to Quality of Life

X1

The following questions are about the importance of culture and leisure activities in contributing to your quality of life. I am going to list some programs and services. For each, please tell me how important you feel it is in contributing to your quality of life. Is it very important, somewhat important, not very important, or not at all important:

Very

important

Somewhat important

Not very important


(DO NOT READ) Don't know

/Refused

a. Historical resources like museums and historic sites, archives, interpretive centres, and protected and preserved historic buildings in communities

1 2 3 4 9

b. Recreation facilities and services such as drop-in classes, day camps, recreation centres, playgrounds, trails, parks

1 2 3 4 9

c. Participating in or attending organized sport activities or events

1 2 3 4 9

d. Arts activities in your community

1 2 3 4 9

e. Seeing Alberta produced movies and television shows, music, books and magazines available to Albertans and to people around the world.

1 2 3 4 9

A9

Please rate your agreement with the following statement: arts and culture makes my community a better place to live.

1 Strongly agree

2 Somewhat agree

3 Neither agree nor disagree

4 Somewhat disagree

5 Strongly disagree


2.1 Recreation: R3 Randomized within section 2

R3

I will now read some statements describing recreation. Recreation involves those activities that a person or group chooses to do in their leisure time and includes activities at amenities such as trails, parks and community recreation facilities. Please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree that:

Strongly

agree Somewhat

agree Neither

agree nor disagree

Somewhat disagree

Strongly disagree

(DO NOT READ)

Don't know /Refused

a. Recreation contributes to your physical health

1 2 3 4 5 9

b. Recreation contributes to your mental well-being

1 2 3 4 5 9

c. Recreation opportunities help me connect with friends

1 2 3 4 5 9

d. Recreation opportunities encourage children and youth to be active

1 2 3 4 5 9

e. Recreation creates opportunities for families to spend time together

1 2 3 4 5 9

f. Recreation opportunities are available to all families and individuals

1 2 3 4 5 9

g. Parks, outdoor places and trails, provide opportunities to enjoy nature

1 2 3 4 5 9

h. Recreation contributes to your community’s economy

1 2 3 4 5 9

2.2 Cultural Industries: C1


C1

Alberta’s Cultural Industries include film and television production, book and magazine publishing, sound recording, and interactive digital media. Would you say that the following benefits are very important, somewhat important, not very important, or not at all important to you?

Very

important Somewhat important

Not very important


(DO NOT READ)

Don't know /Refused

a. The money this industry spends in Alberta

1 2 3 4 9

b. Increasing Alberta’s image on the world stage

1 2 3 4 9

c. Telling Alberta stories 1 2 3 4 9

2

3

67

Survey Instrument [9/10] Section 4: Perception of Government Support for Programs and Services

X2

The final questions are about the importance of government funding and support to culture and leisure related programs and services. I am going to list some areas supported by the Government of Alberta. For each, please tell me how important it is to you that the Government of Alberta continues to fund and support. Is it very important, somewhat important, not very important, or not at all important.

Very

important

Somewhat important

Not very important


(DO NOT READ) Don't know

/Refused

a. The arts in Alberta 1 2 3 4 9

b. Alberta’s film and TV industry 1 2 3 4 9

c. Alberta’s book and magazine publishing and sound recording industries

1 2 3 4 9

P10

The next question is about the Government of Alberta’s Plan for Parks, which is a 10-year blueprint for guiding management of Alberta's parks system. I will list the plan’s objectives. For each objective, please tell me if you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree or strongly disagree that Alberta’s Provincial Parks are currently:

Strongly

agree Somewhat

agree Neither

agree nor disagree

Somewhat disagree

Strongly disagree

(DO NOT READ)

Don't know /Refused

a. Ensuring sustainability of our natural landscapes

1 2 3 4 5 9

b. Enhancing recreational opportunities

1 2 3 4 5 9

c. Improving quality of life for Albertans

1 2 3 4 5 9

Section 6: Respondent Characteristics D1

As different people may have different views and needs, the last few questions allow us to group and analyze the data to determine if there are statistical differences. Again, all the information you provide will be kept completely anonymous. How would you describe your present employment status?

(IF NEEDED READ LIST OR PART OF LIST)

1 Working full-time

2 Working part-time

3 Unemployed or looking for a job

4 A student

5 Retired

6 Stay at home parent

7 Caregiver

8 Staying at home for other reasons


D2

What is the highest level of education you have completed?

(READ LIST IF NECESSARY)

1 Not graduated from high school

2 Graduated high school

3 Some technical or vocational college

4 Graduated technical or vocational college

5 Some university

6 Graduated from university


D4

And what is your marital status?

(READ LIST IF NECESSARY)

1 Single

2 Married/Common-law

3 Separated

4 Divorced

5 Widowed


68

Survey Instrument [10/10]

D6

Into which of the following categories would you place your total household income before taxes for the last year?

(READ LIST)

1 Less than $40,000

2 $40,000 to less than $60,000

3 $60,000 to less than $80,000

4 $80,000 to less than $100,000

5 $100,000 to less than $120,000

6 $120,000 to less than $150,000

7 $150,000 to less than $180,000

8 $180,000 or more


PTa Show If Landline

Do you personally have a mobile or cellular telephone? Note that this does not include cordless home landline phones, or numbers used solely for business purposes.

(DO NOT READ)

1 Yes

2 No

PTb Show If Wireless

Do you have a landline telephone number in your household? Note that this does not include cell phones, numbers that are only used by a computer or fax machine, or numbers used solely for business purposes.

(DO NOT READ)

1 Yes

2 No

End

That’s all the questions I have. Thank you very much for your participation in this survey. We really appreciate your contribution and time.

Status Code: -1

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